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Helping Californians Address Long-Term Care Issues
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Client: California Partnership for Long-Term Care
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A touchy, intimidating but critical topic demanded research, finesse and innovation to get Californians talking. Based on the focus group findings, it was evident that one size did not fit all audiences. Both audiences (seniors and adult children) were motivated by different factors and needed different information, necessitating the development of two separate brochures. Common to both brochures, however, was the need for a warm, personal and friendly approach to the issue of long-term care. Research demonstrated that in facing this newly emerging and highly emotional issue, both audiences needed to be introduced to the topic in a non-threatening, non-commercial manner.
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